There's some really fine writing, not to mention acting, in Element 79's new Supercuts campaign, directed by David Shane. Even a spot with the intensely annoying Terry Bradshaw isn't annoying. Better yet is a spot in which female stylists anticipate men's requests, like, "Sort of spiky in a conservative, I have a job and I don't live in my parents' basement kind of way? Even though you do?" Just as good is a spot in which guys waiting for a chair are called by male stereotypes, like, "Always leaves the seat up?" "We wanted the work to show that Supercuts really gets guys," explains AD Heidi Link. "So we talked with all kinds of guys about their hair, which isn't easy for guys to do in the first place. Which in turn led us to our big idea and tagline: 'We know how it is.' " Adds writer Anita Salomon-Farris, "Guys don't take themselves so seriously that they miss a joke. This was key, because it gave us the license to do spots that would resonate with them."
Client: Supercuts Hair Salons Agency: Element 79 Partners CCO: Dennis Ryan CD: Canice Neary CW: Anita Salomon-Farris AD: Heidi Link Agency Producer: Colleen Dirsmith Director: David Shane/Hungry Man Editor: Deb Schimmel/Optimus Music: Jeff Koz/Hum